marketing – Lodginghttp://lodgingmagazine.com
Official Publication of the AH&LAThu, 08 Dec 2016 16:42:34 +0000en-UShourly1https://wordpress.org/?v=4.6.1Most Visited U.S. States Spent Less on Marketing Last Yearhttp://lodgingmagazine.com/most-visited-u-s-states-spent-less-on-marketing-last-year/
http://lodgingmagazine.com/most-visited-u-s-states-spent-less-on-marketing-last-year/#respondMon, 19 Sep 2016 15:44:54 +0000http://lodgingmagazine.com/?p=27453Although tourism budgets have grown since the end of the recession and the average state tourism budget hit a record high in FY 2016, the most visited states have spent less than last year’s budgets. To read more, click here.

]]>Although tourism budgets have grown since the end of the recession and the average state tourism budget hit a record high in FY 2016, the most visited states have spent less than last year’s budgets. To read more, click here.

]]>http://lodgingmagazine.com/most-visited-u-s-states-spent-less-on-marketing-last-year/feed/0Capitalizing on the Power of Marketinghttp://lodgingmagazine.com/capitalizing-on-the-power-of-marketing/
http://lodgingmagazine.com/capitalizing-on-the-power-of-marketing/#commentsMon, 04 Jul 2016 12:00:01 +0000http://lodgingmagazine.com/?p=25962It is essential to capitalize on the power of marketing in the hospitality industry to amplify a hotel’s story to travel shoppers. Hunter Webster, senior vice president of eMarketing at Interstate Hotels & Resorts, shares some advice for hoteliers who are looking for more from their marketing software. Identify your audience. “The first thing a hotel should consider when choosing marketing software is whether it helps them identify their specific target audience. Different hotels have ...

]]>It is essential to capitalize on the power of marketing in the hospitality industry to amplify a hotel’s story to travel shoppers. Hunter Webster, senior vice president of eMarketing at Interstate Hotels & Resorts, shares some advice for hoteliers who are looking for more from their marketing software.

Identify your audience.
“The first thing a hotel should consider when choosing marketing software is whether it helps them identify their specific target audience. Different hotels have very specific audiences, and a hotelier needs software that helps target travelers who are going to a geographic location.”

Connect with the right people.
“Once you identify your audience, determine whether or not you’re connecting with them. This involves creating a unique message and getting it to potential guests in a way that will resonate with them. Today, more often than not, that means connecting with potential guests via their smartphones.”

Have a plan.
“It all begins with a plan. Before a hotel starts a marketing program, the team should determine in concrete terms what exactly they’re trying to accomplish, what defines success, and who is it that they are trying to talk to. Also, understanding seasonal priorities of a hotel is important, because these will change depending on the time of year. When that happens, hotels have to determine pricing, as well as positioning—how I position my hotel in the winter is going to be very different than it would be in the summer. The worst thing a hotelier can do is to skip on these keys and just start pouring money into different activities without a plan. At that point, they’re flying blind.”

]]>http://lodgingmagazine.com/capitalizing-on-the-power-of-marketing/feed/1IHG Renews Relationship with Rob Rigglehttp://lodgingmagazine.com/ihg-renews-relationship-with-rob-riggle/
http://lodgingmagazine.com/ihg-renews-relationship-with-rob-riggle/#respondMon, 04 Apr 2016 14:26:12 +0000http://lodgingmagazine.com/?p=24123ATLANTA—IHG (InterContinental Hotels Group) is renewing its relationship with actor/comedian Rob Riggle as the Holiday Inn Express brand’s first-ever Creative Director. In a role created just for him, Riggle will tap into his wit and “smarts” to showcase the simple pleasures at Holiday Inn Express hotels that help guests enjoy a little bit of nice to help them leave ready for anything—like a restful night of sleep, an energizing breakfast or a good, fast cup ...

]]>ATLANTA—IHG (InterContinental Hotels Group) is renewing its relationship with actor/comedian Rob Riggle as the Holiday Inn Express brand’s first-ever Creative Director. In a role created just for him, Riggle will tap into his wit and “smarts” to showcase the simple pleasures at Holiday Inn Express hotels that help guests enjoy a little bit of nice to help them leave ready for anything—like a restful night of sleep, an energizing breakfast or a good, fast cup of coffee at the push of a button.

The Holiday Inn Express brand will feature Riggle—actor, comedian and coffee connoisseur—in its latest Stay Smart campaign spots. As his first order of business, Riggle is implementing the brand’s new beverage offering—a Keurig K130 in-room brewing system in every guestroom—making morning coffee intake easier and faster than ever before for Holiday Inn Express guests. The new Keurig brewers are the first of several contributions from Riggle to follow in the coming months.

Jennifer Gribble, vice president, Holiday Inn Express brand, Americas, IHG commented, “We are thrilled to have Rob back to lend his humor to the Creative Director role as we launch our newest Stay Smart campaign. His enthusiasm for all things smart and simple makes him a perfect spokesperson to help roll out Keurig brewers in every Holiday Inn Express hotel room across the U.S.

“Last year, Rob elevated breakfast with one-touch pancakes, hot and ready in 60 seconds, and this addition of one-touch brewers in every Holiday Inn Express hotel room is a natural way to build upon the successful 2015 campaign. We’re pleased to extend the same ease and convenience to how our guests consume their daily dose of caffeine.”

Rob Riggle, creative director, Holiday Inn Express brand, Americas, IHG said: “If there’s anything I love as much as pancakes at the push of a button, it’s coffee at the push of a button. As someone who’s been drinking coffee professionally for years now, I understand the importance of a righteous cup first thing to get the ol’ Riggle machine purring like a lion. I’m pumped to continue to bring my passion for push-button machines to Holiday Inn Express hotels with the debut of Keurig brewers in all rooms.”

]]>http://lodgingmagazine.com/ihg-renews-relationship-with-rob-riggle/feed/0Hotels.com’s Captain Obvious Runs for Presidenthttp://lodgingmagazine.com/hotels-coms-captain-obvious-runs-for-president/
http://lodgingmagazine.com/hotels-coms-captain-obvious-runs-for-president/#respondFri, 26 Feb 2016 18:56:36 +0000http://lodgingmagazine.com/?p=23491Captain Obvious of Hotels.com has decided to join the 2016 presidential race. And he’s doing so in the best way he knows how, by physically running. He believes he is fit to win the race. He’s seen the other candidates, and doesn’t think they seem fit at all. Beginning with a national TV commercial, Captain Obvious will spend the next several months running across the nation training and monitoring the pulse of the country—and his ...

]]>Captain Obvious of Hotels.com has decided to join the 2016 presidential race. And he’s doing so in the best way he knows how, by physically running. He believes he is fit to win the race. He’s seen the other candidates, and doesn’t think they seem fit at all.

Beginning with a national TV commercial, Captain Obvious will spend the next several months running across the nation training and monitoring the pulse of the country—and his own pulse. Throughout the race, he will be promoting Hotels.com, because he really needs a place to sleep at night.

Hotels.com estimates that any given presidential candidate would spend more than $405,000 on hotels during the primaries and caucuses in 2016.

Captain Obvious’ race for President will be shared with the public through social media including his Twitter-verified account @CaptainObvious, the hashtag #ObviousPresident, additional TV spots, a website, and online content beginning now through November. At CaptainObviousRunsForPresident.com, supporters can follow his presidential race, download a media kit, see the latest TV commercials, share Captain Obvious GIFs, and watch 51 video messages from Captain Obvious made for every state and Washington D.C.

The campaign was created by CP+B, the advertising agency of record for Hotels.com. Continued marketing support for his race will include additional TV spots in mid-March, interactive online videos and live events featuring Captain Obvious himself.

Follow @CaptainObvious on Twitter for his remarks on big presidential moments as they happen and catch his live-tweets during the upcoming presidential debates.

]]>http://lodgingmagazine.com/hotels-coms-captain-obvious-runs-for-president/feed/0TravelClick: Hoteliers Increase Marketing Budgets for 2016http://lodgingmagazine.com/travelclick-hoteliers-increase-marketing-budgets-for-2016/
http://lodgingmagazine.com/travelclick-hoteliers-increase-marketing-budgets-for-2016/#commentsThu, 07 Jan 2016 15:56:02 +0000http://lodgingmagazine.com/?p=22564NEW YORK—According to a new TravelClick survey, more than half (57.31 percent) of hoteliers said that they are increasing their marketing budgets for 2016, with an increased spend on search engine marketing (23.17 percent), website update/redesign (20.73 percent), online advertising (12.20 percent), and mobile (17.07 percent). In fact, about one-third (35.37 percent) of respondents said that they will experience the most growth in mobile bookings, compared to any other direct booking channel, in 2016 and ...

]]>NEW YORK—According to a new TravelClick survey, more than half (57.31 percent) of hoteliers said that they are increasing their marketing budgets for 2016, with an increased spend on search engine marketing (23.17 percent), website update/redesign (20.73 percent), online advertising (12.20 percent), and mobile (17.07 percent). In fact, about one-third (35.37 percent) of respondents said that they will experience the most growth in mobile bookings, compared to any other direct booking channel, in 2016 and are increasing spends on mobile specifically to capitalize on this trend as a result.

When asked where hoteliers will place the most resources with respect to mobile, 46.34 percent said that they plan to enhance/improve their mobile websites, 24.39 percent said that they plan to improve their mobile search and 21.95 percent said that they plan to put resources toward social media. Additionally, because mobile will be so popular in the coming year and beyond, nearly half (48.79 percent) of respondents are spending more money on mobile than in previous years.

“It’s clear from the data that hoteliers are expecting to see the most growth in 2016 bookings through hotel websites via mobile, as well as through the GDS and OTA channels,” said John Hach, senior industry analyst, TravelClick. “This is consistent with what TravelClick has seen as part of its quarterly North American Distribution Review reports and shows both the relevance and impact that mobile continues to have on hoteliers around the globe. It is no longer acceptable for hoteliers to leave out mobile as part of their marketing strategies, and the data reflects hoteliers’ acceptance and embrace of mobile as an important way to significantly move the needle for their properties and reach a new group of consumers simultaneously.”

]]>http://lodgingmagazine.com/travelclick-hoteliers-increase-marketing-budgets-for-2016/feed/1Moxy Hotels Debuts YouTube Serieshttp://lodgingmagazine.com/moxy-hotels-debuts-youtube-series/
http://lodgingmagazine.com/moxy-hotels-debuts-youtube-series/#respondThu, 12 Nov 2015 14:01:59 +0000http://lodgingmagazine.com/?p=21752BETHESDA, Md.—Moxy Hotels, Marriott International’s contemporary and edgy lifestyle brand, in collaboration with the company’s Content Studio, will premiere “DO NOT DISTURB,” a new YouTube web series hosted by Taryn Southern, the comedian, creator and star of Taryn TV, on Nov. 12. The eight-episode series will air weekly on MoxyHotels.com and Moxy’s YouTube channel as a fun virtual extension of the brand. “We partnered directly with YouTube influencers and enabled these creators to do what ...

]]>BETHESDA, Md.—Moxy Hotels, Marriott International’s contemporary and edgy lifestyle brand, in collaboration with the company’s Content Studio, will premiere “DO NOT DISTURB,” a new YouTube web series hosted by Taryn Southern, the comedian, creator and star of Taryn TV, on Nov. 12.

The eight-episode series will air weekly on MoxyHotels.com and Moxy’s YouTube channel as a fun virtual extension of the brand.

“We partnered directly with YouTube influencers and enabled these creators to do what they do best—tell original stories, engage audiences, and ultimately create entertaining content where the brand plays a character in the story,” said Vicki Poulos, global brand director, Moxy Hotels. “We chose to partner Moxy Hotels with Taryn Southern, who like our brand, is someone young at heart and not afraid of challenging the status quo, to show the world what ‘moxie’ really means.”

Set up as a slumber party, “DO NOT DISTURB” was taped in YouTube Studios in a mock-up of a Moxy bedroom, where Taryn interviews and gossips with celebs about their careers, travel habits and quirky experiences on the road. Southern gets answers to the questions you only wish you could ask a celebrity at 2 a.m. in their hotel room—what were the last three things that Flula googled? How does Mamrie Hart cure a hangover? Other special guests include Sawyer Hartman, Bart Baker, Timothy DeLaGhetto, Lisa Schwartz, Steve Greene, and Nikki Limo.

The first two episodes to premiere will feature YouTubers Flula and Mamrie Hart, irreverent pop culture personalities whose “Truth and Dare” sessions with Taryn leave little to the imagination. Taryn Southern’s beatbox back-up during Timothy DeLaGhetto’s freestyle rap show how they both found their individual moxie.

“Marriott International launched its Content Studio to further its focus on Next Gen travelers by producing engaging and entertaining content to build worldwide communities of people passionate about travel,” said David Beebe, vice president, creative and content marketing at Marriott International. “Moxy Hotels’ DO NOT DISTURB web series is a perfect, playful illustration of our strategy of not interrupting what consumers are interested in—instead becoming what they are captivated by through creative storytelling.”

The series debuts as Moxy Hotels prepares to aggressively enter the U.S. market. Ten Moxy Hotel projects are slated to open in 2016 in major metropolitan locations in the U.S. including New Orleans (French Quarter and Warehouse District), San Francisco, New York City (Chelsea, Midtown, and Lower Manhattan), Chicago, Seattle, San Diego, and Washington, D.C.

Moxy Hotels’ tech-enabled rooms feature Keyless entry, screencasting, abundant plugins, motion sensor lighting under bed, and free Wi-Fi. The Guestbook, located in the lobby of Moxy Hotels, is a global digital platform leveraging Instagram that collects stories, images, quotes, videos and experiences from everybody that passes through or touches Moxy. The Guestbook seamlessly sits between digital and real life as all the content not only lives on the website, Instagram and Wi-Fi hotel screens, but is featured on a video wall which has been integrated into the design strategy.

Filming for the series took place at YouTube Space LA in conjunction with VidCon. The first “DO NOT DISTURB,” video featuring Flula can be viewed on Moxy’s YouTube channel,here.

]]>http://lodgingmagazine.com/moxy-hotels-debuts-youtube-series/feed/0Leveraging Ambient Scent as a Valuable Marketing Toolhttp://lodgingmagazine.com/leveraging-ambient-scent-as-a-valuable-marketing-tool/
http://lodgingmagazine.com/leveraging-ambient-scent-as-a-valuable-marketing-tool/#respondThu, 28 May 2015 12:00:22 +0000http://lodgingmagazine.com/?p=18669Smiling staff, prompt service, and thoughtful amenities are all essential to an enjoyable hotel stay, but a looming stench in the lobby or a stubborn cigarette odor that clings to the curtains may send guests running for the exit. To combat malodors while elevating the brand experience, many hotels and resorts have embraced ambient scents as a valuable marketing tool. “Smell has been a somewhat neglected sense in terms of being used to help differentiate ...

]]>Smiling staff, prompt service, and thoughtful amenities are all essential to an enjoyable hotel stay, but a looming stench in the lobby or a stubborn cigarette odor that clings to the curtains may send guests running for the exit. To combat malodors while elevating the brand experience, many hotels and resorts have embraced ambient scents as a valuable marketing tool.

“Smell has been a somewhat neglected sense in terms of being used to help differentiate brands, so scents are one of the final frontiers for marketers,” explains Maureen Morrin, professor of marketing at Temple University’s Fox School of Business and coauthor of a research study on the effects of ambient scent on consumer preferences and choice behaviors. “Hotels have created their own proprietary scents that are not just emitted in public spaces, such as the lobby and workout rooms but also often integrated into their toiletries. Not only is the odor pleasant, but it also comes to have unique associations with the brand over time.”

Because sense of smell is tied to the side of the brain that processes memories and emotions, the appropriate use of scent can positively impact the perception of a brand, customer loyalty, and even the attitude of the staff, says Roger Bensinger, executive vice president of Prolitec, a Milwaukee, Wis.-based air treatment and indoor air quality technology provider. The company has provided ambient scenting services for a number of resorts and hotels, including Hard Rock, W, and Hilton properties.

To determine a signature scent, Prolitec’s clients choose from a long list of brand attributes, or adjectives, that describe the environment of the hotel or resort, explains Bensinger. A trendy, hip boutique hotel may be paired with a bold scent, while a luxury resort tends to have a subtle, calming scent. All of the scents have a malodor-eliminating element, which addresses undesirable smells such as smoke and chlorine.

“The presence of an ambient scent creates an enjoyable sensory experience that causes hotel guests to report feeling better served by associates and less hurried overall,” Bensinger says. “A connection between the scent, that enjoyable experience, and the brand is subconsciously tied to guests’ memories, which makes them more likely to return and recommend that hotel to others.”

]]>http://lodgingmagazine.com/leveraging-ambient-scent-as-a-valuable-marketing-tool/feed/0Hampton Launches Audio-Focused Marketing Strategyhttp://lodgingmagazine.com/hampton-launches-audio-focused-marketing-strategy/
http://lodgingmagazine.com/hampton-launches-audio-focused-marketing-strategy/#respondTue, 17 Feb 2015 18:24:00 +0000http://lodgingmagazine.com/?p=16879MCLEAN, Va.—Hampton Hotels introduces We Go Together, an integrated marketing campaign that employs music and emotion. The new campaign complements Hilton Worldwide’s global “Hilton at Play” mission of connecting people with enriching and playful experiences and the recent marketing partnership the company inked with Live Nation. Hampton’s We Go Together emotive storytelling campaign, which will run throughout 2015, kicks off with two 30-second television spots with music from indie group Wild Cub and Scottish band ...

]]>MCLEAN, Va.—Hampton Hotels introduces We Go Together, an integrated marketing campaign that employs music and emotion. The new campaign complements Hilton Worldwide’s global “Hilton at Play” mission of connecting people with enriching and playful experiences and the recent marketing partnership the company inked with Live Nation.

Hampton’s We Go Together emotive storytelling campaign, which will run throughout 2015, kicks off with two 30-second television spots with music from indie group Wild Cub and Scottish band Belle and Sebastian. It aims to reach the growing segment of weekend leisure travelers. The new campaign will focus on fun activities people engage in and the connections they make while traveling. The television spots are produced by Austin-based agency GSD&M.

“Americans enjoy weekends for leisure travel, and Hampton has set out on a mission to encourage people to go out and play, to seek unique and memorable experiences through travel, especially during those shorter, need-to-experience-it-all-in-one-weekend kind of trips,” said Judy Christa-Cathey, vice president, focused service brand marketing, Hilton Garden Inn and Hampton Hotels. “Whether it’s catching your favorite concert in Austin or checking out the most talked about restaurant in New York City, we want people to explore their passions, and with more than 2,000 Hampton locations, we’ll be there to help them do that.”

The advertising campaign will also be supported by online banner ads, digital video, radio spots, movie theater ads, and partnerships with popular websites like POPSUGAR, ABC, and Hulu, as well as national cable programming. Social media and public relations programs will also help to amplify Hampton’s We Go Together message. The campaign will illuminate stories of Hampton’s guests exploring and showing how its team members play a vital role in empowering these memorable experiences.

]]>http://lodgingmagazine.com/hampton-launches-audio-focused-marketing-strategy/feed/0Hotels Can Maximize the Value of Unsold Roomshttp://lodgingmagazine.com/hotels-can-maximize-the-value-of-unsold-rooms/
http://lodgingmagazine.com/hotels-can-maximize-the-value-of-unsold-rooms/#commentsWed, 22 Oct 2014 13:47:09 +0000http://lodgingmagazine.com/?p=14809The empty hotel room is a fact of life. On a given night, that might not seem like a significant problem. But when considered over time, a different picture emerges. According to some estimates, 15,000 hotel rooms remain unsold each night in New York City alone, equating to over 5 million empty rooms each year and lost revenues of more than $1 billion. While the scope may be less in other parts of the country, ...

]]>The empty hotel room is a fact of life. On a given night, that might not seem like a significant problem. But when considered over time, a different picture emerges. According to some estimates, 15,000 hotel rooms remain unsold each night in New York City alone, equating to over 5 million empty rooms each year and lost revenues of more than $1 billion. While the scope may be less in other parts of the country, the situation remains a challenge across the industry.

Taking a creative approach to the problem, some experts advocate monetizing rooms via trade. This cash-saving strategy offers the potential to fortify brand, rate, and profitability, says Sean Hennessey, chief executive officer of Lodging Advisors in New York. Hotels can greatly benefit from the effective use of barter, particularly since it benefits cash flow.

“Many customers who use opaque and other third-party, last-minute channels are rate sensitive and their travel is discretionary,” he says. “Barter represents a great way to attract customers with the profile that many upscale hotels crave: frequent travelers with less price sensitivity.”

Hennessey believes the hotel industry is ready to shift from simply monetizing unsold room inventory to maximizing its value. High-end hotels in particular are looking for ways to maximize the long-term value of their customers, he notes. Investing resources to attract affluent guests makes sense because they represent repeat business that’s higher rated with a higher spend, versus the discount customer who’s less loyal to a property.

“Monetizing unsold hotel room inventory is the largest available asset for management and ownership at many properties to drive additional profitability, demand, and brand awareness,” he says. “The perishable nature of hotel rooms makes them well suited to being monetized, so it should be considered in every case.”

“Savvy hotel executives are using the value of their room inventory to augment their buying power; they monetize their unsold rooms as currency to fund marketing programs and campaigns, and in the process, they differentiate their brand and, therefore, increase profit from desirable guests,” she says, adding that barter is one of the most innovative financial tools available and a mainstay in the corporate world, beyond the hotel industry.

“Unsold hotel rooms can be exchanged to fund valuable marketing tools such as consumer advertising,” she says. “Plus, the hotel benefits from the end users who ultimately bring new business, drive revenue, and increase occupancy for the hotel company.”
In addition, trading rooms can bring expanded marketing budgets to reach travelers for leisure, corporate, and group business. Trade may be used to fund promotions, video production, merchandise, client incentives, and even accommodations for sales calls, ultimately enhancing revenue and preserving cash.

“Barter will become a mandatory course in hotel marketing, and it will become much more prevalent because cash is king,” she says. Merl predicts that independent lifestyle/boutique hotels will increasingly use the strategy of monetizing unsold rooms to gain market share from the big brands and chains.

Hennessey agrees. “I anticipate that hoteliers will focus on maximizing the long-term value of customer relationships, rather than simply ensuring that some value is generated by unsold rooms,” he says. “Barter is likely to be a key part of this strategy.”

]]>http://lodgingmagazine.com/hotels-can-maximize-the-value-of-unsold-rooms/feed/2Diversity Marketing’s New Lookhttp://lodgingmagazine.com/diversity-marketings-new-look/
http://lodgingmagazine.com/diversity-marketings-new-look/#respondTue, 30 Sep 2014 17:54:01 +0000http://lodgingmagazine.com/?p=14402Destination diversity marketing plans—those programs that seek to define locations and hospitality and tourism brands as welcoming and equipped to host different population segments—are not what they were a couple of decades ago. As populaces have diversified, so have initiatives to reach various markets. Differences in people, including their races, ethnicities, ages, religions, lifestyles, gender identities, and travel styles, are getting recognized. And the initiatives are not in motion just because it’s hospitable to welcome ...

]]>Destination diversity marketing plans—those programs that seek to define locations and hospitality and tourism brands as welcoming and equipped to host different population segments—are not what they were a couple of decades ago. As populaces have diversified, so have initiatives to reach various markets.

Differences in people, including their races, ethnicities, ages, religions, lifestyles, gender identities, and travel styles, are getting recognized. And the initiatives are not in motion just because it’s hospitable to welcome and entertain people of all profiles. It’s also good business, say those who are spending significant resources to train employees and forge partnerships.

The City of Philadelphia launched its Multicultural Affairs Congress in the late 1980s to give its large African-American population a voice in lifting the city out of blight into new economic realms via development of tourism and hospitality. Today, the scene is more varied.

“Back then, people were looking at employment opportunities and procuring convention business with African Americans,” said Greg DeShields, executive director of PHLDiversity, a division of the Philadelphia CVB (PHLCVB). “We had to develop a product to get them to come to us, and to ensure that their time with us would provide a good experience. So then we focused primarily on African-American groups.” Today, he said, the city’s diversity initiatives have the cornerstones of African American, Asian, Native American, Hispanic, and Asian-Indian groups, and, more recently, LGBT markets.

DeShields said PHLDiversity focuses on meetings and conventions procurement, and Visit Philadelphia carries tourism’s leisure side, with some overlaps. “The Business of Diversity in Conventions and Tourism” will be the theme at an annual industry luncheon on Oct. 9 that will focus on the city’s efforts to be recognized as a leading multicultural and diverse tourism and convention city.

The luncheon will be held at the Philadelphia Marriott Downtown, a property that demonstrates its brand’s wide-ranging diversity marketing endeavors. “Today, initiatives must be about being culturally competent and authentic,” said Apoorva N. Gandhi, vice president of multi-cultural markets and alliances for Marriott International Inc. “It’s about getting into the trenches with various groups to take their pulses and show support.

“You can use the same ad with different faces, but that’s not authentic. People see right through that. Our goal is to be engaged with a specific community, not to just show up and ask for money. This means we work alongside CVBs and associations that represent communities of people, to make sure they know we are supporting them. Marriott wants to demonstrate inclusion at all levels, whether someone does business with us or stays with us. We want them to have a great experience.”

One of the ways Marriott promotes associate awareness and relativity with its target groups is with culture days. “Maybe a hotel is in a city with a big Asian-Indian population, and they want to book more social and business events with them,” Gandhi said. “We’ll organize a meal of Indian food and maybe entertainment, and then take people to the culture—into restaurants, retail outlets, and cultural sites—to elevate awareness.”

Destination diversity marketing isn’t limited to big cities and big hotels. Reaching out for good experiences with the LGBT market is core of a new CVB marketing campaign in Richmond, Va., called OutRVA. Its objectives include spotlighting the city’s attractiveness for LGBT travelers. Vishal Savani, communications manager for Linden Row Inn, a 70-room historic boutique property in Richmond, said his company is a leading sponsor of the new campaign.

“We contribute financially and in kind to the campaign,” Savani said. “We actually began with this sector by hosting a large press trip in 2011, and we’ve donated room nights and auction items for other marketing initiatives with the CVB, and we’ve seen good increases from this market.”